When consumers are willing to exert the effort to comprehend, learn, or evaluate the available information about the attitude object, learning and attitude change occur via the ________ to persuasion.
A) central route
B) celebrity endorsement
C) peripheral route
D) functional approach
E) dual mediation model

Question

Quizplus · Accepted Answer

The central route to persuasion is part of the Elaboration Likelihood Model (ELM) of persuasion. This route involves a high level of cognitive processing and occurs when individuals are motivated and able to evaluate the information presented to them thoroughly.

When Consumers Are Willing to Exert the Effort to Comprehend